SEO Template - SEO Presentation (3)

Search Engine Optimization:
Overview and Potential
March 14, 2016
Prepared By: Chris Genge, President

2 www.1stonthelist.ca
PRIVATE & CONFIDENTIAL ©2016 1st on the List Promotion Inc.
Presentation Overview
• Who We Are
• What is SEO?
• Review of Your Needs and Current Websites
• Our Approach to SEO

Awards:
3
Case Study
• Located in Abbotsford, BC (just outside of Vancouver).
• Founded in 1997 (a year before Google).
• Boutique SEO Firm with 40-50 clients.
• 15+ years of Technical SEO - most SEO’s only started focusing on Technical SEO in the last 2 years.
• Highly customized SEO Strategies specific to each website, requirements, and goals.
• Also work with In-House SEO’s and Marketing Agencies to provide specialized services beyond
their own skill sets.
1st on the List – We’re Older than Google
About Us
www.1stonthelist.ca
At a Glance:
Expertise:

4
The Importance of SEO
The process of improving your website’s content and structure so that in the eyes of the
Search Engines your website is the most relevant to the products and services you offer.
You need to tell the Search Engines:
- What it is you offer
- Who you offer it to
- Where they can find it
Ultimately, SEO focuses on raising the credibility, authority and importance of your website
in the eyes of the Search Engines so that you will appear in search results more often for
relevant searches.
www.1stonthelist.ca
What is SEO?

1. SEO makes your website more appealing to the Search Engines:
→ Addresses any issues that may be preventing the search engines from finding what they
need on your website.
→ Improves your web pages’ chances for being found, indexed, and ranked well (in the Top
10 search results)
2. SEO makes your website more appealing to your Audience:
→ Provides your visitors with the answers they seek
→ Addresses how they are coming to your website (what terms they use, what questions
they ask, etc.)
As your website becomes more appealing and relevant you get BETTER
RANKINGS in Google and other Search Engines …
What does SEO do?

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1. People research companies online first.
– 93% of online experiences begin with a search.
– How do you search for new businesses?
2. Google only wants to deliver the “best” search results for its users.
– The more relevant your site is to your area of expertise, the higher you will rank. Search
optimization is about making your website relevant.
3. People trust companies that are ranked near the top.
– 70 – 80% of searchers ignore the paid ads in Search Results
– 75% of searchers never click past the first page of Search Results
4. SEO delivers an above average ROI.
– SEO leads cost less than other lead sources.
– SEO leads have a higher close rate than other lead sources
*(14.6% close rate compared to direct mail & print, which have only 1.7% close rate).
– Search is the #1 traffic driver to websites, beating social media by 300+%
Why you need SEO …

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www.1stonthelist.ca
How SEO Drives Business
Get top
rankings for
your
website.
Attract
motivated,
qualified
search traffic.
Get more
leads and
sales.
Improve ROI
and bottom
line.
Track Phone Calls
General Contact Form
Emails
Downloads
Location searches
Brand Name
Services/ Products
Research/ Information Searches
Location-modified Searches
What is one new
customer worth to you?
How many new
customers would it take
to cover the cost of SEO?
These people are
actively searching and
expressing a need for
exactly what you offer.

(Source: HubSpot Marketing,
Based on Hubspot’s 2013 State of Inbound Marketing , which is the most comprehensive review
of the inbound industry available, with data analysis from over 3,300 participants from 128 different countries.)
SEO leads cost LESS than other lead sources.
27% 27%
25%
24%
16%
15%
12% 12% 12%
0%
5%
10%
15%
20%
25%
30%
Social Media Email
Marketing
SEO Blogs PPC Direct Mail Traditional
Advertising
Telemarketing Trade Shows
% of Respondents reporting BELOW average Cost-Per-Lead
SEO leads cost LESS than other lead sources
www.1stonthelist.ca

Consider this …
www.1stonthelist.ca
Opportunity:
When a website is properly optimized and working, SEO typically delivers 70 – 90% of the
traffic and conversions.
Challenge:
SEO typically gets only 12% or less of the spend.
What potential are you missing out on?
The full potential of SEO is often undiscovered because the resources to get the results are
not properly allocated.

Results – Comparing the same period the year prior to SEO vs. the past 12 months:
Problems:
Case Study
• This client was transitioning from one domain to another and wanted to preserve their website authority.
• Most of their website traffic was coming from “branded” keywords only.
• They lacked rankings and traffic for generic terms on Auto, Home and Business insurance.
• Goals and goal tracking had not been setup in Analytics (i.e.; Tracking Quote Conversions).
Solutions:
• We assisted in the domain transfer so that any and all existing credit was successfully transferred to the new domain.
• Traffic from branded keywords were maintained and reinforced.
• Following Keyword Research, unique optimized content was added to the site and existing site pages were optimized
• Proper goals and goal tracking were set up in Analytics to measure ROI
Local Insurance Company for Auto, Home and Business Insurance
• 82% increase in overall site traffic (from all sources)
• 129% increase in Organic Traffic alone
• 81% increase in Organic Keywords bringing traffic
• 78% increase in unique (first time) visitors
• 44% increase in the number of pages visited
• 2.46% Quote Conversion Rate (2,156 quote requests in the past 12 months)

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Case Study
Website Metrics
A Quick Competitor Analysis
www.1stonthelist.ca
Metrics Your Website Competitor 1 Competitor 2
Pages Indexed by Google 5,130
1,310,000
(255x more pages)
295,000
(58x more pages)
Recognized PDF Files 37 17,100 88
SSL Certification No No YES
Ranking History (years) 1 yr 9 m 15 yrs 6 m 14 yrs 7 m
Google Mobile Friendly Test Pass Pass Pass
Google PageSpeed Insights Score
50/100 (mobile)
62/100 (desktop)
64/100 (mobile)
74/100 (desktop)
66/100 (mobile)
84/100 (desktop)
Estimated “Top 20” Organic Keywords 66
199,059
(3,000x more keywords)
139,682
(2,100x more keywords)
You have substantial catching up to do – both of these competitors have well established websites
in terms of Age, Size, and Visibility.
*All data figures are estimates and to be further verified if a formal SEO Audit takes place.

Competitor 2 gets
1,000x more
Search Traffic.
12
Case Study
Estimated Traffic
www.1stonthelist.ca
Admitopia vs Students Review vs Unigo
Competitor 1 gets
400x more
Search Traffic.
This third party tool
allows us to compare
relative monthly Search
Traffic volumes …

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Case Study
Keyword Visibility
www.1stonthelist.ca
Competitor Ranking Comparison
Keyword Phrase Competing Pages Your Website Competitor 1 Competitor 2
student reviews 629,000,000 Not in Top 100 Results 1 3
college reviews 916,000,000 Not in Top 100 Results 2 3
professor reviews 315,000,000 Not in Top 100 Results 4
rate my college 243,000,000 Not in Top 100 Results 4 5
compare colleges 158,000,000 Not in Top 100 Results 10
college comparison 533,000,000 Not in Top 100 Results 12
scholarships for college 124,000,000 Not in Top 100 Results 5
what college should i go to 945,000,000 Not in Top 100 Results 7

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How Can We Help CPA Canada?
www.1stonthelist.ca
Comprehensive SEO
Strategy
Flexible
Ongoing
Plan Long Term
Solution
Focused
Reflect online
market strength
Synergies
with other
marketing
initiativesSignificant
ROI
Optimization of
Content and
Structure
Increase
targeted site
visitors
Strong in Search Engine,
Social, and Location
Based Searches
Scalability
SEO Objectives
How Can We Help Admitopia?

15
www.1stonthelist.ca
Overview of Our Approach to SEO
Five Basic Stages of SEO
1.
Website
Audit
2. Keyword
Research
3. Optimize
Website
4. Analytics
Measure-
ment
5. Ongoing
Updates

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www.1stonthelist.ca
Stage 1 – Website Audit
Website
Audit
Keyword
Research
Optimize
Website
Analytics
Measure-
ment
Ongoing
Updates
Is your website and server properly
configured so that the search engines can
access and understand all your web pages?
DETAILS:
To rate and rank a website Search Engines must be able to:
• Access all the web pages
• Crawl through and understand what your web pages are about
An audit uncovers common (and sometimes uncommon) issues that may be adversely affecting how the search engines
access, crawl and rate your website.
If not addressed, a poor site and server configurations can often make any form of SEO in-effective.

17
www.1stonthelist.ca
Stage 2 – Keyword Research
Website
Audit
Keyword
Research
Optimize
Website
Analytics
Measure-
ment
Ongoing
Updates
What phrases or keyword terms are customers
(and potential customers) using to find your
products and services?
DETAILS:
Keyword research can reveal niche markets plus products and services that searchers are actively looking for, and helps
you to:
1. Understand what motivates your customers’ searches.
2. Discover the “best” keyword terms that:
• Have significant search volumes with lower competition
• Are attainable within allocated resources
• Are relevant to what you offer
• Will attract the “right” qualified (and motivated) traffic
• Will bring the highest return on investment

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www.1stonthelist.ca
Stage 3 – SEO Implementation Phase
Website
Audit
Keyword
Research
Optimize
Website
Analytics
Measure-
ment
Ongoing
Updates Goals of SEO Implementation:
- Improve site structure
- Improve support for targeted keyword phrases and themes
- Improve usability
- Enhance websites’ credibility and consistency
DETAILS:
We take the results of the Site Audit and Keyword research to formulate a SEO Strategy that will address the needs in
terms of supporting your targeted keyword phrases and improving the crawlability and usability of your website.
The Strategy is directly related to your website goals and implementing the SEO tactics that will help provide the biggest
and quickest returns for your website first.
As we optimize your website we will also focus on improving your brand, key messaging, and call to actions across all your
web pages. Over time, SEO will not only “get you rankings” but will also strengthen your brand, improve your relevance to
visitors’ needs, and establish your company as a credible authority in your industry.

19
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Stage 3 – SEO Implementation Phase
Here are some of the most common SEO tactics our can clients benefit from:
• Optimize site content, including:
• Meta Titles, Descriptions and Keyword Tags
• H1 Titles
• On page content
• Improve navigation
• Strengthen internal linking structure
• Optimize additional website assets, including:
• Images
• Videos
• PDFs
• Blog Articles
• Correct broken pages and links.
• Improve XML Sitemaps, Robots.txt files, 404 pages.
• Implement location targeting and parameters.
• Improve page load speeds.
• Develop and optimizing new supporting website content.
• Review any new digital media, content, website structures, etc.
• Consult on new and upcoming SEO Best Practices and Trends

20
www.1stonthelist.ca
Stage 4 – Analytics and Measurement
Website
Audit
Keyword
Research
Optimize
Website
Analytics
Measure-
ment
Ongoing
Updates What goals and conversions criteria will be used
to measure website success and ensure
continued growth of ROI?
DETAILS:
A well-defined web analytics program will:
1. Help you understand what motivates your website traffic
2. Inform you about what users do once they land on your website
3. Set and measure goals for your website, for example:
• Increase search traffic by 50% in one year
• Increase the number of online contact form completions by 25%
• Increase Brochure downloads by 30%.
Google Analytics is the industry standard for understanding how your site is doing and what needs to be done next to
further improve results.

21
www.1stonthelist.ca
Stage 5 – Ongoing Updates
Website
Audit
Keyword
Research
Optimize
Website
Analytics
Measure-
ment
Ongoing
Updates What adjustments need to be made to keep
your website current and maintain or improve
your Google rankings, plus improve visitor traffic
and ROI?
DETAILS:
Website optimization is an ongoing process for several reasons:
• Search Engines are always updating their algorithms (changing the rules)
• Search Engines are always looking for new or fresh content
• Competitors are constantly changing and improving their websites
• New opportunities and markets are presented
• Your site content needs to stay current with the changes in your industry

1. Search Engines
find, rate and rank
your web pages.
2. People search for
your services via
Google or Bing.
3. Visitors click on
your site and gather
info to make a
decision.
4. Visitor calls or
emails you to inquire
about your services.
Search Visibility (SEO) User Experience (Design)
 Do the SE see your
website?
 Do they understand
what you offer?
 Can SE access all
your pages?
 Is your site as
“search friendly” as
possible?
 Is your website being
found for highly
searched phrases?
 Is the cost to obtain
a ranking justified by
the potential traffic?
 Is your phone
number clearly
displayed across all
pages?
 Is your contact form
visible?
 Do you give a
positive first
impression?
 Do visitors stay on
your site?
 Do you engage your
visitors?
 Do you have enough
info for a visitor to
want to buy your
services?
The Case for Smarter Web Design

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www.1stonthelist.ca
SEO
Key Takeaways
(1) People are searching online for your business.
(2) Other businesses are getting impressive results through SEO.
 SEO is a top rated marketing channel in terms of below-average cost per lead.
 SEO is a top rated marketing channel in terms of above average sales conversions.
 75% of Global Marketers rate SEO as Good or Excellent in terms of ROI, higher than any other digital marketing
channel.
 Your competitors have significant levels of Search Traffic and Keyword visibility compared to you!
(3) You too can increase your profits and grow your business with SEO.
 An optimized website attracts more visitors who have already expressed a need to your website.
 An optimized website provides these visitors with the solutions they need.
 An optimized site increases leads and sales and profits over time.
 95% of online experiences being with a Search Engine.
 70% of links Searchers click on are Organic Results.
 75% of users will never scroll past the first page of results. Source: SearchEngineJournal

For more information contact:
Chris Genge
1-888-262-6687 ext. 705
chris@1stonthelist.com

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